Local Sponsorship Programmes

Marketing Programmes of the Organising Committees

Under the direction of the International Olympic Committee (IOC), the Organising Committees (OCOGs) manage their own commercial programmes to support the staging of the Games. Contracts are negotiated directly by the OCOG and are generally limited to the four-year Games period.

OCOG marketing programmes incorporate:

Olympic Games sponsorship and suppliership programmes (non-competing product categories to the TOP sponsors)

Olympic Games ticketing programmes

Olympic Games licensing programmes

Marketing programmes of the National Olympic Committees

National Olympic Committees (NOCs) manage local sponsorship programmes in non-competing categories to the TOP sponsors that support their sports development activities and Olympic teams. These sponsorship programmes grant Olympic marketing rights within the NOC country or territory only.

Olympic marketing programmes managed by the NOCs include:

National Olympic sponsorship and suppliership programmes that operate within the home country of the NOC

Olympic Broadcasting

A record 5,000 hours of HDTV was provided by the Olympic Broadcast Services during the 2008 Games in Beijing. The IOC also aired coverage in over 78 countries via its own digital channel in the Middle East, Asia and Africa.

The Olympic Partner (TOP) programme

The Coca-Cola Company maintains the longest continuous relationship with the Olympic Movement. The company sponsored the 1928 Olympic Games in Amsterdam, and has supported every Olympic Games since. Coca-Cola refreshes Olympic athletes, officials and spectators with its beverages during the Olympic Games.

Olympic Marketing

The IOC created The Olympic Partners (TOP) Worldwide sponsorship programme, based on the product category exclusivity model implemented by Los Angeles 1984. The initiative was created in coordination with 159 NOCs along with the Seoul and Calgary OCOGs, both of which also launched independent marketing initiatives. The IOC also required the OCOG to develop a joint marketing programme with the host country NOC for the first time.